Giordano adopts new approach, growth opportunities in niche markets

International retailer Giordano adopts a new approach to the apparel world, re-evaluating product lines and focusing on the essentials. While business continues to grow at a steady rate and expansion plans continue, Giordano’s essentials product line, Giordano Junior and BSX presents strong growth opportunities.

During November, the Group experienced double digit growth across all brands; a clear indication that key markets are demonstrating signs of recovery.

Giordano Junior, the group’s children’s brand grew by more than ten per cent, not just for the month, but for the whole of 2009 to date. Giordano’s youth brand, BSX, exclusively available in Saudi Arabia, has also witnessed an excellent reception and will continue to be an area of expansion for the group.

“The growth in these brands reflects consumer preference towards segmented clothing brands that cater to specific needs. The retail world has seen dramatic changes with consumer patterns changing rapidly. In times like this, a corporation needs to evaluate its stance, incorporating lessons learnt and investigating new business possibilities. The Middle East market is very dynamic and gives us the flexibility to explore new avenues or even revisit past successes,” said Ishwar Chugani, Executive Director, Giordano Fashions LLC. “Our new essentials range is a renewal of our strongest assets, our understanding of function and form, a selling point to customers who look for durability and quality.”

Renowned for their quality, both in their products and services, Giordano’s 2009 strategy has helped them focus on the values that have served the brand well – Quality, Knowledge, Innovation, Service and Simplicity. Earlier this year, Giordano was awarded Best Service Performance Brand by the Department of Economic Development in Dubai as part of the Dubai Service Excellence Scheme. “It is key not to compromise on service standards and maintaining a dialogue with customers. We believe that going that extra mile gives a brand the edge over the competition,” added Chugani.

Chugani commented that despite the market, Giordano’s expansion plans in the Middle East are still moving onward. Having opened 21 stores during the year, the company’s presence in India continues to grow stronger adding seven stores and three shop-in-shops this year and a further five stores in the pipeline.

This year, Giordano also opened two more stores in Armenia and one more in Tbilisi, Georgia and plans are currently being finalized to open stores in Syria, Libya, Tunisia and Iraq. Giordano‘s first store in Damascus, Syria will open before the end of 2009.

With a global presence of 2000 stores, Giordano has grown into one of the leading retailers in casual apparel and has maintained and equally strong position in the Middle East.

While re-aligning the business strategy was a key objective, Giordano also made the effort to support the community and reinstated, Giothon, a community driven initiative introduced in 2002. Giordano is committed to making a positive impact on the community, and this year through Giothon and in conjunction with the Philippine Business Council, over AED 525,000 was raised in aid of the Philippine flood victims, “No matter what our individual situations maybe, when it comes to reaching out a helping hand, we all need to pull together and do our bit. This is why we started Giothon and this year has been our most fulfilling edition yet.”

About Giordano:
Giordano International was founded in Hong Kong in 1981 and is now one of the worlds leading international retailer of apparel and accessories for men, women and children. From its beginnings as a manufacturer of casual clothing in the 1970s, Giordano has developed into one of the world’s most renowned, apparel retail brands. By focusing relentlessly on its five corporate business values of Quality, Knowledge, Innovation, Service and Simplicity (Q.K.I.S.S), Giordano has grown from its single Hong Kong store in 1981 to the present network of over 2,000 stores in the Middle East, Asia, Australia, India, Eastern Europe and North America.

Giordano currently operates over 200 stores the Middle East and India.

About Giordano Essentials:

The triumph of form and function.

When it comes to matters of the wardrobe, men and women stand united as they both tackle the daily dilemma of: What to Wear. After all, the fuller a wardrobe seems, the less there appears to wear.

The complexities of dressing are greatly simplified by Giordano ensuring it has its Essentials firmly in place. A collection of Essentials allows for versatility, while maintaining a clean and classic look. In times of dressing up, the collection plays a pivotal role in anchoring fleeting fashion trends, through their ability to mix and match. Giordano Essentials remains timeless in their styles and colours and require minimum maintenance, thereby extending their appeal to all nationalities, ethnicities and age demographics.